Category Archive for "Advertising"
7 Keys to Breakthrough Messaging for Aerospace and Defense Marketers
Memorable, iconic messaging looks effortless, but it’s anything but. Drafting the right three words (like “Here Comes Hope”) may take three minutes – or three hours – but is essential to effective marketing. But how do you do it? Well,…
How to pitch your story to the aerospace news media
Enhance your media coverage with personalized pitches to relevant media. Pitch delivery methods vary. Some journalists like email, others prefer a phone call. Test the waters and see what works best, using this how-to list as a strong foundation for…
How to be a Better Writer
A good writer can write about most anything, even aerospace, and make it look easy. But becoming a good writer is hard work. In my experience, anyone with a background in journalism has a head start. I was a small…
How To Be a PR Expert: An AP Style Guide for Aerospace
When doing business in Japan, it is customary to present your business card formally, using two hands and facing your colleague. In China, always present a small gift from your hometown or country. When working with people from other countries…
Ask an Editor: 10 Secrets to PR Success
By Matt Thurber, Senior Editor, AIN Publications You’ve got news! But how do you get the word out? Although there are fewer print magazines now serving the aviation market, a seemingly infinite number of online products are hungry for content,…
Less Is More: The Importance Of a Quality Press Release
This is something we hear from prospective clients fairly regularly, and generally, it is the worst possible thing they could be doing. After 25+ years involved in aerospace marketing, much of it spent supporting media relations efforts, this statement makes…
Critiquing An Aerospace Advertisement: AugustaWestland
Dear AgustaWestland, Nothing about this ad makes sense to me, so I am assuming it was designed by a committee. Most likely it was a last-minute endeavor, and perhaps this was the only thing everyone could agree on, but your…
Nostalgia Marketing. It Works.
There’s a new trend in marketing that has companies looking to the past to make an emotional connection with their customers. And according to a recent article in Adweek, it’s working for brands ranging from Jack Daniel’s to Lego. Connecting…
How To Write A Stronger Value Proposition
I opened an excellent business aviation magazine this morning to an OEM ad touting the company’s “Fifty Years of Passion.” A few pages later I came across another full-page ad explaining, “Excellence Defines Our Company. Passion Makes It Fly.” Yawn….
Get On Board: Introduction To Whiteboard Videos
I’m suddenly obsessed with white board videos as a great way to tell technical stories in a quick, concise and eminently watchable way. We’ve all seen too many traditional, snooze-worthy corporate videos. They are a big investment, but if they…